本研究目的旨在探討旅行團參團旅客之心流體驗、觀光偏好對品牌忠誠度的影響。研究對象為曾參與舉辦團體套裝行程之團客，以隨機抽樣發放問卷500份，回收有效問卷401份，正式問卷有效回收率為97.33%。統計分析方式包含描述性統計、項目分析、信效度分析、偏最小平方法（partial least squares, PLS）等統計方法進行問卷之分析，所得資料經統計分析後，本研究發現：參加旅行團團客的「心流體驗」會正向影響「觀光偏好」與「品牌忠誠度」；「觀光偏好」亦正向影響「品牌忠誠度」；並「心流體驗」可經由「觀光偏好」間接的影響到參加旅行團團客的「品牌忠誠度」。

This study explored the influence of flow experience, tourism preferences, and brand loyalty on travel package decisions. The research subjects were travelers whose outlooks were investigated with a questionnaire survey instrument. The study implemented a random sampling approach. There were 500 questionnaires distributed, and 401 valid questionnaires were collected, for a response rate of 97.33% after the invalid questionnaires were removed from the data. The study used several statistical approaches, including descriptive statistics, factor analysis, reliability and validity testing and partial least squares (PLS). The findings were that flow experiences positively affected tourism preferences and brand loyalty; tourism preferences also positively affected brand loyalty; finally, flow experiences - through tourism preferences-indirectly affected brand loyalty.